TikTok Tests 60-Minute Video Uploads

TikTok has begun testing the ability for users to upload 60-minute videos, the company confirmed to TechCrunch on Thursday. This new feature is currently available to a limited group of users in select markets, with no immediate plans for a broader rollout.

First identified by social media consultant Matt Navarra, this development signifies a major shift from TikTok’s original format. Initially, the app allowed only 15-second videos. Over the years, however, TikTok has gradually increased this limit. While the platform gained popularity through its short-form video format, it has been gradually adopting longer content to challenge YouTube, one of its main competitors.

TikTok’s motivation for extending the video length stems from creator feedback. The company notes that while creators can currently link multipart stories, there is a demand for longer, uninterrupted content. Creators want more time for cooking demonstrations, beauty tutorials, educational lessons, comedic sketches, and other types of content.

The 60-minute video upload feature aims to provide creators with the flexibility to experiment with new or expanded content types. By enabling longer videos, TikTok hopes to attract creators who traditionally post on YouTube, encouraging them to share their content on TikTok as well.

This extended time limit could also introduce new content forms to the platform, such as full episodes of TV shows. Last year, Peacock released the first episode of “Killing It” on TikTok in five parts. With the 60-minute limit, such episodes could be uploaded in one piece, eliminating the need for fragmentation.

Many networks already leverage YouTube by uploading the first episodes of TV shows to attract viewers. The increased upload limit on TikTok could entice them to do the same on this platform. Networks are already engaging with audiences on TikTok, and the new feature could encourage them to share more extensive content.

While longer videos might not appeal to all TikTok users, the company has been enhancing the viewing experience for long-form content. TikTok has been testing a horizontal full-screen mode and video-scrubbing thumbnails. Additionally, a feature rolled out last year allows users to fast-forward videos by holding down the right side of the screen.

As with any experimental feature, it remains uncertain when or if TikTok will make the 60-minute video upload option widely available.